Operational Challenges in Implementing Sustainability Practices - Coursework Example

RESPONSIBLE HOSPITALITY МАNАGЕMЕNT Name: Course: Professor: University: City: Date: RESPONSIBLE HOSPITALITY МАNАGЕMЕNT Introduction The hospitality industry has witnessed tremendous change over the years owing to the constant developments that have been introduced into the social and communal stratification. Among the factors that have led to such developments is the ability of the industry to incorporate modernization and technology into the system. This has elevated its ability to perform based on the desires of the consumer. The hotel industry is considered a broad category of elements within the service sector that takes into account event planning, transport, vacation planning, tourism and theme parks (Bruns-Smith et al., 2015). The extent of broadness of the industry has warranted a different approach to counter the effects and deficits created by associating with other industries such as the finance and investment sectors. Considering that the industry depends on the ability of the consumers to use their leisure time and disposable income to satisfy the needs and wants that arise, it is important that the industry cooperate with the environment, the society and sourcing. The environment forms a significant part in the hotel industry considering its effect once unrecognized. Often, consumers associate the ability of the hotel industry to match up to the desirable standards through maintaining a serene and habitable environment. The incorporation of an environmentally sustainable business has led to the emergence of a number of businesses within the hotel industry that avail goods and services necessary for maintaining a competitive advantage over other businesses (Boella and Goss-Turner 2013). In the ancient dispensation, the hotel industry was meant to dispose of any idle assets such as land and other tangible elements. However, the returns acquired warranted a development of the industry into a sustainable sector attracting environmental sustainability. In this case, the businesses sought to invest in such an area despite the challenges that proved imminent. Evaluating the current issues regarding environmental sustainability and the possible innovative solutions will enable participants counter challenges that are present. Body Current and future sustainable developments in the industry based on the environment create an avenue for the industry participants to develop strong and popular brand. The purpose of businesses is to generate profits from employing unique business practices among them being environmental sustainability through each activity sought. Therefore, hotel operators are often aware of the benefits accrued from sustainability of any form. The goal of Sustainable development is to secure economic development, social equity and environmental security. In this case, once companies engage in environmental sustainability, they are likely to create a positive perception of the business through ascertaining them that the business is weary of the consumer well-being. As more businesses seek to incorporate the legislative policies that have been offered in the industry, they create concise avenues that will ensure they maintain a credible procedure as seeking more from environmental sustainability. Current Issues Energy Best Practices Energy best practices form an important part of the industry considering the support service they provide. The use of energy has become a common aspect of consideration for a number of industries considering the implication it brings especially in the contemporary society. However, incorporating energy costs in the business practices may imply that the business matches up to the requirements of the industry and counter the competitive effect to generate desirable profits. According to Global stewards for instance, “install keycard master switches or occupancy sensors in guest rooms that control lights, electronics, blinds and temperature settings” (Globalstewards 2017). The best energy practices that have become a common trend in the industry is the certification of energy based practices that do not threaten the environment through waste and overexploitation (Teng et al. 2012). Monitoring the consumption of energy during the business year is a step towards ensuring that there is efficient lighting control to preserve the exploitation of such a resource. Among the ventures in the energy sector that have been exploited in the recent years is the use of solar photovoltaic lighting systems that have been rendered practically applicable. The cost of solar energy has become considerably cheaper for the hospitality industry considering the ability to access and deploy the system through the business segments. Arguably, generating solar energy through solar panels provides people with the ability to tap about 25% of natural light to be used in the service delivery process (Hsieh 2012). Such ventures prove reliable especially when dealing with businesses located in the tropical and semi-tropical areas, as it is possible to control the amount of solar gained. Furthermore, technology in the energy sector has become advantageous considering the ability to update the heating systems associated with solar panels remotely or physically (Hsieh 2012). For instance, switching the heater to an air-to-water heat pump from a conventional heating system ensures that the environmental energy is conserved. Water Water is an important resource within the hospitality industry considering its application in bathrooms, laundry, grounds, housekeeping, kitchen and swimming pools. It forms a part of the service amenities that providers include in their service packages to ensure appropriate delivery and satisfaction for the consumers (Kang et al. 2012). Availability of water in the industry provides consumers with the ability to use amenities void of rationing. Businesses that lacks amenities such as water fail to attract the prescience of a positive and valued brand. In this case, a common business aspect that has been exploited is the ability to create a water management plan that ensures the industry invests enough time in the planning, organization and execution of the venture (Bruns-Smith et al., 2015). Businesses need to understand their consumption rates while comparing them to the desirable targets. Water management plans prove to be ineffective in case companies fail to include a follow-up strategy to evaluate the scope of return and success. Water efficiency systems have also been considered as a current and future sustainable venture considering the ability of the industry to recycle water that has been used back into the system. Grey water systems ensure that almost half the disposed water such as that from laundry and cleaning (Grosbois 2012). To implement the sustainable development, businesses execute procedures to ensure that wit installs alternative piping infrastructure and monitor the chemical treatment of the water. To achieve this, businesses can apply low-flow technology installation may ensure volumes of water are saved as the experience of the consumer is enhanced (Grosbois 2012). Similarly, the locally irrigation systems applied in gardens through a low flow water ensure that the hospitality industry spends comprehensively and sparingly on an amenity that is rather scarce. Waste Reduction Waste reduction in the different industries has become of increasing concern considering the costs associated with the venture. Arguably, wastage of food and other amenities such as flushed water may become sustainable in case it is controlled (Rahman, Reynolds and Svaren 2012). The industry identified that they can save more once they adapt current and future developments in the delivery of services to its consumers. Not only can it reduce the general waste costs, it keeps a reusable resource out of landfill. Land filling takes up valuable land space and causes air, water and soil pollution, releasing carbon dioxide and methane into the atmosphere and chemicals and pesticides into the earth and groundwater (Bohdanowicz, Zientara and Novotna 2011). The increased amount of wastes has gone beyond the equal distribution of amenities and resources rendering unsustainable delivery and returns by the industry. To counter the issue of waste management, companies have often engaged in recycling, reusing, energy recovery and proper disposal that is not likely to affect the environment. Recycling efforts have been advanced in the recent years rendering the procedure applicable owing to its short-term return period. The hospitality industry may encounter reduced costs considering the reduced costs that are associated with recycling. Moreover, the venture ensures that the confidentiality aspect of the environment is sustained. Similarly, adapting composting organic disposer to generate fertilizer forms a significant aspect of sustained development (Fox and Fimeche 2013). For instance, hospitality companies may choose to sell older equipment to cover most of the costs incurred during purchase instead of burning or throwing (Watson, Boudreau and Chen 2010). Based on the available research, businesses within this supply chain have resorted to small-scale recycling and reuse compared to altering practices that would warrant increased operational costs. Market and Revenue Impact As much as the guests and consumers are the most important shareholders of the business, it is possible that the hospitality industry is run by a set of stakeholders that have invested heavily in the operations of the business. They play an important part in ensuring that the operations of the business are controlled effectively as they steer their efforts towards sustainability of all sorts. The value of the hotel in a long-term perspective is bound to change depending on the ability of the industry to sustain itself through employing the various environmentally current and future prospects (Legrand et al. 2016). Considering that acquiring revenue and profits is the purpose of existence, the industry achieves this through ensuring that the consumers pay nothing or less for using amenities related to environmental development and sustainability (Bruns-Smith et al., 2015). For instance, sustainability ensures that the consumers do not pay more for services such as biodegradable rooms compared to the standard rooms. Recently, the hospitality industry has invested heavily in incorporating and accommodating the policies that have been set for businesses to meet in order to operate. Certification of business activities proves to be a move towards the right direction as companies within this supply chain seeks to acquire allowances to operate within a competitive market. Certifications such as the ISO 14001 apply to most of the private and public hospitality businesses in Spain highlighting on the importance of maintaining exemplary environmental standards that design and implement an effective Environmental Management System (EMS) (Chand 2010). Similarly, the Leadership in Energy & Environmental Design (LEED) certification considers the most effective and sustainable lodging building practices and strategies that satisfy the prerequisite offered by certifying bodies in the industry. Customer Satisfaction Impact Success within any business depends on the ability of the company to meet the satisfaction requirements of its consumers while employing sustainable developments within the hospitality industry. Arguably, the sector has often been reluctant to inform the consumers of their need to implement environmentally sustainable practices that would ensure satisfaction and profit realization (Berezan et al. 2013). In this case, a modern aspect that the industry has focused on is ensuring that the consumers are aware of the mission and vision of the business through orientation such as to enable smooth and assisted realization of sustainable objectives. Similarly, communication in the modern age comes as a tool that may be exploited during implementing such prospects. In this case, the industry trains its employees and the guests on the respective tools that prove to be effective while achieving success in communications (Berezan et al. 2013). Therefore, consumers are kept aware of the initiatives sought after and the role they may play in the success. Analyzing the motivation, beliefs and attitudes of the consumers towards certain brands and responsive action has become an increasingly used method of assessing the application and implementation of current and future sustainable developments in hospitality (Millar and Baloglu 2011). This provides a critical and concise analysis of the operational challenges associated with the implementation of sustainability by associating the responses to the failure of the venture (Bruns-Smith et al., 2015). Although being environmentally sustainable largely implies controlling and managing waste and usage of energy, it also relates to the types of products that are purchased and services offered. Environmentally responsive products include goods that are efficient in energy, ecological, made from post-consumer products, or locally developed. Therefore, assessing the response of consumers exposed to such changes provides insight on the successful and failing aspects sensitizing on future success. Green Programs Green programs have been associated with exemplary results within different disciplines as it provides business with the opportunity of employing a wide range of activities and procedures that enable sustainability and yield results. Improving the operational environment implies engaging the community in activities that will benefit the directly (Millar and Baloglu 2011). Businesses often perceive the environment as the direct source of income and profits despite the possibility of consumers from different locations. In this case, working together with the community through activities such as cleanups and sensitization on the importance of sustaining the environment as well as the natural resources is an important aspect that is currently gaining recognition. Spreading information on the importance and benefits of sustainable practices is one of the strongest catalysts for affirmative change (Bruns-Smith et al., 2015). It creates the perception that as much as the business may desire to generate profits, it performs based on the thought that the society and environment is important. Contingencies and preparedness comes as an important aspect of any business within the respective supply chain. More often, companies encounter challenges while attempting to deliver goods and services to its consumers. For instance, sustainable energy and conserved water may be unavailable during times when there are financial and economic challenges. In such cases, businesses are forced to seek out alternative methods of delivery that will not damage the credibility and sustainability of the environment (Jones, Hillier and Comfort 2016). Therefore, companies have invested in an occupational health and safety management system to launch and preserve an efficient procedure for executing safety standards and across various business units. Similarly, using the modern communication tools, people are able to update their knowledge on the potential hazards as well as the modern training and development measures that should be implemented in the long-term to counter such effects. Innovative Solutions To achieve environmental sustainability in the hospitality industry, it is important that the sector operators need to ensure they possess good leadership and management skills. Arguably, the issue of management and leadership has often been questionable considering the ability to yield desirable results. Leaders and managers ensure that the procedures are followed to the latter while ascertaining that the credibility of the sector is sustained effectively. Conscious leaders are able to carry out a diagnosis of the innovative solutions that may apply while implementing the current and future development ventures geared towards sustainability before activation to ensure that the business does not encounter any challenge (Tuppen and O'Neill 2017). The environment forms part of the external factors that affect the business. Therefore, while carrying out a SWOT analysis, leaders and managers incorporate a concise re-evaluation of the issues before making a decision on the next course of action. As part of the innovative solutions for employing current and future sustainable environmental developments, experienced leaders and managers prove to be effective. Science and technology are a common aspect within the different sectors of the economy particularly the hospitality industry as they generate an impact that fosters continuity through innovation. The diffusion of technology in the discipline depends on the absorbing capacity of the leaders and managers. As a solution towards increasing the ability to adopt sustainable development, accepting the allowances that come with technology such as efficiency and development might prove advantageous. For instance, innovation of science and technology in the conservation of energy may be successive with improvements made to elements such as lighting material and machinery. According to Hospitality Net, “The closed-circuit business model proposes a series of actions that allow to increase resource efficiency, extend product life, avoid the production of unnecessary waste and contribute to the development of innovation” (Hospitality Net 2017). Light conservative bulbs and switches that save energy have been developed through blending modern science and technology. Innovation is both a central driver of economic growth, as well as awarding significant benefits across all three dimensions of growth economic, social and environmental. Identifying with the role of innovation opens an avenue towards developing partnerships with the shareholders, community and consumers. It involves forming an association that will propel the ability of the industry to achieve its sustainable objectives. Over the recent years, it is possible that partnerships between the private and public sectors in the supply chain have worked collectively to ensure that they address challenges present through collective measure. Diversity in partners ensures that the people concentrate a unique sense of skills, resources and procedures that will prove relevant while understanding the return ability of the innovative venture towards an environmentally sustainable and developed practice. Innovation is enhanced through forming an understanding such as collective integrity (Bruns-Smith et al., 2015). Partnerships are predominantly decisive for countries that lack financial resources, exploration and development capacity, design and procedural engineers and technological and manufacturing workers as well as the infrastructure to stimulate innovation. For instance, collaborating with the community will enable industry participants to understand the cultural approach towards issues that has existed within the society. Operational Challenges in Implementing Sustainability Practices People holding leadership positions often encounter a number of challenges while trying to influence positive results in their workers and businesses. Among the operational challenges, include ability to develop employees and team members as well as the issue if team building, team development and team support. Often, employees may interpret success through the mission and vision of the organization that is generating profits through the delivery of timely gods and services. In this case, development of the environmental sustainability may be impaired considering the inexperienced nature. Such cases apply to businesses that have an extensive workforce managing different positions therefore rendering it difficult to derive concentrated and focused goals. Some workers in the industry may perform tasks based on the benefits accrued personally instead of those that benefit the company and community. This proves to be a challenge while trying to implement the current and future sustainable developments in hospitality. Although technology and science prove to be important catalysts to innovation, there are challenges involved with their exploitation. For instance, the financial aspects associated with the acquisition and accrual of materials may prove to be a challenge depending on the available funds that the business has set aside for innovation. Similarly, implementation of sustainable technological and scientific procedures implies training the existing workers on the functionality and applicability of a system therefore rendering it costly especially when it comes to training the staff. The installation packages often apply in such cases as businesses are forced to contract prominent businesses to install and customize the systems if they are to achieve the desired objective. Measures To Overcome Such Barriers To overcome the innovative barriers, businesses often employ strategic decision making to identify the most viable course of action. Ventures that may yield return after a long time are avoided considering the ability to change and upgrade preferences over time. Similarly, leaders and managers equip their workers with the necessary skills required to ensure that sustainable development is achieved within the hospitality sector (Hotels Combined 2017). However, they need to possess the necessary leadership and managerial skills that will enable them understand how to deal with situations and issues. Barriers to innovation are approached through setting desirable and achievable goals that will avert all costs and yield profit. Work of the SRA The Sustainable Restaurant Association is a not-for-profit membership organisation that helps food operations become more sustainable. They help food businesses source food more sustainable, manage resources more efficiently and work more closely with the community. The association identified that although many companies within the food supply chain understood the importance of sustainability, they failed to perform consistently in addressing the issue. It identified the change in attention from the consumers to providing a sustainable business that was dependable (The Sustainable Restaurant Association 2017). The association’s main purpose was to identify with the rate of wastage of food and understand the causes and effects as well as the resolution to the issue to create a sustainable sector through employing current and future developments in hospitality. The SRA provides a number of services to different companies in the hospitality industry. Among the major services, include a sustainability program that is built on aspects of sourcing, society and the environment. These sustainability programs assist companies to realise tangible and measurable changes in their systems. Similarly, the company is engaged in delivering a program that is titled Food made Good (The Sustainable Restaurant Association 2017). This program proves to be effective while aiming at ensuring that business representatives understand the importance of the community and work together to ensure food is age good for the consumers and the surrounding clients. They organize events, consultancy and training services for their staff, the community and members of the company to ensure that they are versed with the ability to foster sustainable practices. Conclusion Businesses approach sustainable development through the ability to maintain a credible business in the long-term aspect through the profits that have been accrued, the environmental efficiency and social engagement with the consumers. Reviewing the operational procedures within the industry would imply understanding how to operate a socially and professional industry that survives within a competitive market. Seeking out h the current and future development ventures in the hotel industry is meant to ensure that the businesses reduce on the costs and increase the profits accrued. Investment involves the ability of a business to employ concise and controlled decision making on the elements that may generate returns as expected. Similarly, adopting sustainable developments in the industry would open an avenue for the company to ensure it is socially responsible for the consequences to the natural and artificial aspects of the industry. Environmental sustainability in the hotel industry has become an increasing concern for most people operating within the confines of the industry. The interpretation of whether the business is to concentrate on availing quality goods and services to the consumer or ensuring that it maintains credible operations through incorporating the current and future sustainable developments in hospitality. The current issues presented cover most of the factors that businesses are adopting in their system while investing more on the innovation measures. The hospitality industry displays potential for growth in the future. However, it depends on the innovative procedures they include while seeking sustainability. References Berezan, O., Raab, C., Yoo, M. and Love, C., 2013. Sustainable hotel practices and nationality: The impact on guest satisfaction and guest intention to return. International Journal of Hospitality Management, 34, pp.227-233. Boella, M. and Goss-Turner, S., 2013. Human resource management in the hospitality industry: A guide to best practice. Routledge. Bohdanowicz, P., Zientara, P. and Novotna, E., 2011. International hotel chains and environmental protection: an analysis of Hilton's we care! programme (Europe, 2006–2008). Journal of Sustainable Tourism, 19(7), pp.797-816. Bruns-Smith, A., Choy, V., Chong, H. and Verma, R., 2015. Environmental sustainability in the hospitality industry: Best practices, guest participation, and customer satisfaction. Chand, M., 2010. The impact of HRM practices on service quality, customer satisfaction and performance in the Indian hotel industry. The International Journal of Human Resource Management, 21(4), pp.551-566. Fox, T. and Fimeche, C., 2013. Global food: waste not, want not. Institute of Mechanical Engineers, London, Jan. Globalstewards. (2017). Go Green Hotels - Green Ideas for Hotels. [online] Available at: http://www.globalstewards.org/hotel.htm [Accessed 8 Feb. 2017]. Grosbois, D., 2012. Corporate social responsibility reporting by the global hotel industry: Commitment, initiatives and performance. International Journal of Hospitality Management, 31(3), pp.896-905. Hospitality Net. (2017). The increase in online sales in the hospitality industry will exceed 20%. [online] Available at: http://www.hospitalitynet.org/news/global/154000397/4080730.html [Accessed 8 Feb. 2017]. HotelsCombined. (2017). Green Hotels and Responsible Tourism Initiative. [online] Available at: http://green.hotelscombined.com/Gyh-The-Business-Case-For-Sustainability.php [Accessed 8 Feb. 2017]. Hsieh, Y.C., 2012. Hotel companies' environmental policies and practices: a content analysis of their web pages. International Journal of Contemporary Hospitality Management, 24(1), pp.97-121. Jones, P., Hillier, D., and Comfort, D., 2016. Sustainability in the hospitality industry: Some personal reflections on corporate challenges and research agendas. International Journal of Contemporary Hospitality Management, 28(1), pp.36-67. Kang, K.H., Stein, L., Heo, C.Y. and Lee, S., 2012. Consumers’ willingness to pay for green initiatives of the hotel industry. International Journal of Hospitality Management, 31(2), pp.564-572. Legrand, W., Sloan, P. and Chen, J.S., 2016. Sustainability in the hospitality industry: Principles of sustainable operations. Routledge. Millar, M. and Baloglu, S., 2011. Hotel guests’ preferences for green guest room attributes. Cornell Hospitality Quarterly, 52(3), pp.302-311. Rahman, I., Reynolds, D. and Svaren, S., 2012. How “green” are North American hotels? An exploration of low-cost adoption practices. International Journal of Hospitality Management, 31(3), pp.720-727. Teng, C.C., Horng, J.S., Hu, M.L.M., Chien, L.H. and Shen, Y.C., 2012. Developing energy conservation and carbon reduction indicators for the hotel industry in Taiwan. International Journal of Hospitality Management, 31(1), pp.199-208. Tuppen, H. and O'Neill, S. (2017). Green Hotelier | Green Hotels, Sustainable Tourism & Eco Travel. [online] Greenhotelier.org. Available at: http://www.greenhotelier.org [Accessed 8 Feb. 2017]. Watson, R.T., Boudreau, M.C. and Chen, A.J., 2010. Information systems and environmentally sustainable development: energy informatics and new directions for the IS community. MIS quarterly, pp.23-38. The Sustainable Restaurant Association. (2017). Sustainable Restaurant Association | Home. [online] Available at: http://www.thesra.org/ [Accessed 9 Feb. 2017]. Read More